Daniele Brutto, co-founder of Battersea-based Onestà, reveals his newly refurbished super-luxe showroom and tells Amelia Thorpe about his plans for growth.
"Our ideal client is someone renovating their whole house, from top to bottom," says Daniele Brutto, co-founder of Onestà, as he unveils the refurbishment of his luxury showroom in Battersea, South-West London. "We aim to supply fitted furniture throughout the house, including bathrooms, wardrobes and living furniture, as well as the kitchen, so it was essential that we display the range of our capability, rather than only kitchens, in the showroom."
So important did Brutto consider the refurb that he shut the showroom for 4 months last year, while the work to install new ceiling, new flooring and new displays – including 2 kitchens, a bathroom, room dividers and living zones – was carried out. The cost was £250,000. But is that investment really worth it, given that the location isn’t high street (though it is central – Brutto cycles to client meetings) and the audience unlikely to be passers-by?
"Our target market is super-high end, with kitchen prices starting from £80,000, and most projects involve architects and designers," continues Brutto. "We aim for about 10 projects a year – and when new clients come in, the showroom is massively important to showcase what we do."
Established in 2007, Onestà changed its name from Hub Kitchens in 2019 to avoid being pigeon-holed as a ‘kitchens-only’ supplier. "The word ‘onestà’ means ‘honesty’ in Italian, which is core to who we are," says Brutto, 43, who runs the company today with the support of interior designer, Verica Dimitrovska, 28. Their showroom re-design uses a palette of moody, warm tones, blending contemporary and more traditional design, showcasing furniture from their two Italian suppliers, The Cut and L’Ottocento.
"A lot of people think that ‘Italian’ must mean contemporary furniture, but L’Ottocento is a handmade joinery specialist that can make anything for us," says Brutto. "We definitely have an arm in traditional design too, as you can see from the beautiful Floral display in Blond Walnut. While there are lots of companies offering a similar style of English traditional product, we are different in bringing an Italian slant to that market."
"Gone are the days of super sleek white kitchens," continues Brutto. "Now people want more character, more warmth, which is why we have chosen to combine wood and rich earthy tones with contemporary finishes such as aluminium, steel and glass." He also emphasises clients’ quest for individuality. "Deep down, they want something their neighbour doesn’t have," he says. "In fact, keeping up with the Jones’ is having what the Jones’ don’t have."
Business in 2024 was what Brutto describes as ‘up and down’. "This year, things are looking brighter," he says, revealing his next plan is to take on a sales manager to develop the business with architects and interior designers, and boost the current annual turnover from an average of £700,000 to £800,000. "Our aim in 3 to 4 years’ time is to get to 15 projects a year and £1.5million turnover," says Brutto. "That’s totally achievable if the market co-operates."
